{"id":13094,"date":"2026-05-01T09:39:35","date_gmt":"2026-05-01T13:39:35","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=13094"},"modified":"2026-05-01T09:39:35","modified_gmt":"2026-05-01T13:39:35","slug":"the-coffee-brand-that-found-its-identity-at-exactly-170-degrees","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=13094","title":{"rendered":"The Coffee Brand That Found Its Identity at Exactly 170 Degrees"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<ul style=\"border-color:#000000;border-width:3px;border-top-left-radius:30px;border-top-right-radius:30px;border-bottom-left-radius:30px;border-bottom-right-radius:30px\" class=\"wp-block-list is-style-default has-border-color has-bg-shade-background-color has-background has-small-font-size\">\n<li>Caf\u00e9 170\u00ba by M+C Saatchi Spain turns a precise moment of coffee science into one of the most visually refined coffee brands on the market.<\/li>\n<li>A bisected circle mark, clean white ground, and color-coded range system make for a rare rejection of artisinal aesthetics.<\/li>\n<\/ul>\n<p>The coffee category is obsessed with origin stories and artisan credentials, but Caf\u00e9 170\u00ba, designed by <a href=\"https:\/\/mcsaatchi.es\/\">M+C SAATCHI Spain<\/a> for Mahou San Miguel, does something unexpected by building its identity around a single precise moment of science, the exact temperature at which coffee beans begin to transform.\u00a0<\/p>\n<p>The mark at the center of each pack, a circle interrupted by a vertical line to create a half-light and half-dark composition, is an elegant visual metaphor for that moment of transformation, and loosely represents a coffee bean. What makes this so refreshing in the coffee space is the complete rejection of rustic textures and handcrafted signifiers in favor of a design language grounded in precision, control, and chemistry. It\u2019s a compelling design.\u00a0<\/p>\n<p><button id=\"expand-paywall-button\" class=\"expand-paywall-button\">Subscribe to Read More<\/button><\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/thedieline.com\/the-coffee-brand-that-found-its-identity-at-exactly-170-degrees\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Caf\u00e9 170\u00ba by M+C Saatchi Spain turns a precise moment of coffee science into one of the most visually refined coffee brands on the market. A bisected circle mark, clean white ground, and color-coded range system make for a rare rejection of artisinal aesthetics. The coffee category is obsessed with origin stories and artisan credentials, [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[],"class_list":["post-13094","post","type-post","status-publish","format-standard","hentry","category-packaging-news"],"_links":{"self":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/13094","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=13094"}],"version-history":[{"count":0,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/13094\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=13094"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=13094"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=13094"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}